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By Mark Kolier


6) Try things you have not tried before. If you have never run a TV or radio spot consider calling your local cable TV operator and having them help you develop an ad for your product or service. They will be VERY eager to help since their numbers are down as well, and you will likely be surprised at the cost to test. Make sure you can track responses by driving prospects to a specific landing page or phone number.

7) Get out there to say and write something! Become quotable – comment on blog posts and articles – be provocative but genuine. Speak out at conferences or forums. This helps build your company’s brand and reputation as well as your own.

8) Stick to your principles. If your client is heading down a road that you know is wrong don’t stand by and let them do it. Disagree and stand firm. It’s too easy to be nervous and roll over simply because you are concerned about losing their business. But that’s no way to serve your customers or yourself. By being true to your marketing ideals you achieve both personal and professional integrity.

If we’re lucky, we’re now in the middle rounds of a 12 round economic championship bout. The trick is to keep on fighting so that you can come out for the 12th round. Then you at least have a chance of winning the fight.

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Mark Kolier is the President and Founder of CGSM.
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